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INTRODUCTION
This market survey was done for Santa Fe Grill Restaurant which is a startup owned by two
entrepreneurs. Santa Fe grill focuses on Mexican Foods. Six months after the business had
resumed there have been loopholes. The business experienced low traffic and the sales went
down. This was because the two entrepreneurs did not understand more about their customers;
they only knew the basic information about their customers. Their competitor who is Jose’s
Southwestern café is also a big threat to them. Their competitor compels them to work harder so
The above problem forms the base for the reference point for this market survey. Our interest is
to measure the level of customer satisfaction in this business. We want to know how are
customers satisfied with the quality of food provided by the Santa Fe Grill. We also want to
know the demographics. Therefore, we went deeper in analyzing the gender and age across other
parameters measured in the survey. The demographics will help us to recommend the target
market. We also want to know what factor are considered by customers when choosing to dine in
restaurants. The other major interest was to know how Santa is performing compared to the
competitor Jose’s.
RESEARCH DESIGN
The sampling design used here is simple random sampling. This means all the respondent in the
sampling frame have equal chances of being selected. In this survey, the sampling frame was all
the customers who had previously dined on the Santa and/or Jose’s. Therefore, if a respondent
was found not to have used the above two restaurants then the interview was dropped and
another respondent is located. This is to make sure that we only research on the two restaurants
FINDINGS
In this section we have discussed the outputs from SPSS. We used descriptive statistics and
ANOVA to analyze.
X1 -- Try New and Different Things Total
2 3 4 Strongly
Agree
Mexican Restaurant Jose's Southwestern
0 7 21 139 167
Most Recently Eaten Café
The cross tabulation of the restaurants and the measure of customer’s habits of trying out new
things shows that the most customers of Jose’s Southwestern and Santa strongly agreed that they
However as Compared to Jose’s southwestern café Santa Fe Grill had few customers who
The preference for liking to try new things was above average for the two Restaurants.
2 3 4 5 6 Strongly Agree
Jose's 2 17 43 63 28 14 167
Santa
Fe 9 59 152 63 0 0 283
Grill
11 76 195 126 28 14 450
Total
The above results generated showed that none of the customers in Santa Fe Grill were neutral on
liking parties with music and a lot of talks. This was the same case in Jose’s southwestern cafe
fried foods. None of the customer in Jose’s southwestern café strongly agreed not to have liked
fried foods. Again, most of the customers in Santa Fe Grill were not sure if they really like fried
foods.
Cross tabulation of Mexican restaurant and Likelihood of going out socially
Agree
Mexican Restaurant Jose's Southwestern
7 16 28 52 42 22 167
Most Recently Café
No customer strongly agreed to have liked to go out socially. Most of them were neutral about
going out.
Cross tabulation of Mexican restaurant and Friends who come to get advice
X6 -- Friends Come to Me Total
3 4 5 6 Strongly
Agree
Jose's Southwestern
Mexican Restaurant 0 29 86 36 16 167
Café
Most Recently Eaten
Most customers in Santa Fe Grill agreed to have being consulted by friends on choice of
3 4 5 6 Strongly 73
2 Agree
Mexican Jose's
Most of the customers in Santa Fe Grill were neutral on choice of the foods they take.
However, compared to those who disagreed, most of them agreed that they care on what
they eat.
Cross tabulation of Mexican restaurant and Friendly employees
Disagree
0 0 7 21 139 167
7 113 50 113 0 283
7 113 57 134 139 450
The number of customers in Santa Fe Grill slightly agreed that Santa has friendly
employees tend to tally with the those who didn’t agree that they encountered friendly
employees in Santa.
Agree
Jose's
Mexican
Southwestern 6 29 73 31 28 0 167
Restaurant Most
Cafe
Recently Eaten At
Santa Fe Grill 0 7 74 161 39 2 283
...
Total 6 36 147 192 67 2 450
Most of the customer in Santa Fe Grill slightly agreed that Santa in a fun place to eat while
Most customers in Santa Fe Grill strongly agreed that the restaurant offered large size portions to
them while most customers in Jose’s Southwestern café were neutral on the size of portions
Agree
Mexican Restaurant Jose's Southwestern
0 7 48 112 167
Most Recently Eaten At Café
Majority of the customers in Santa Fe Grill were neutral on whether the Restaurant provided
fresh foods while majority of customers in Jose’s Southwestern café strongly agreed that the
of Jose’s customer were not sure if they were provided with reasonable prices.
Perception measures
Most customers in Santa slightly agreed that the interior was attractive which was the same case
experienced in Jose’s
Majority of customers in Santa Fe Grill slightly agreed that the food provided was of excellent
taste while majority of customers in Jose’s café strongly agreed that the food provided was of
excellent taste.
Majority of customers in Santa Fe Grill are neutral about whether the employees were
knowledgeable on the services they are offering. Majority of respondents on Jose’s café slightly
agreed that the employees were knowledgeable on the services they are providing.
Majority of respondents in Santa Fe Grill slightly agreed that the restaurant had proper
temperatures in its food while those in Jose’s agreed that the food had proper temperature
Majority of customers in Santa Fe Grill strongly agreed that the speed of service at the restaurant
Relationship measures
A high number of customers in Santa are neutral on whether they were satisfied on the being
served in Santa while majority of respondents were slightly agreeing on whether the level of
A high number of Santa’s customers were not sure of the likelihood of coming back to be served
again by the restaurant while a large number of customers in Jose’s slightly agreed that they
Majority of customers in the Santa were somehow frequent at eating at the restaurant while a
Selection factors
Majority of customers in Santa considered the prices as least important where preferring the
restaurant for eating while majority of customers in the Jose’s considered price as the most
High number both from Santa and Jose’s considered food quality as an important factor during
selection.
A high percentage of customers in Santa felt that the atmosphere was not that important in
selection. A high number in Jose’s café felt that the atmosphere was the least important as a
selection factor.
The service was important when selecting for Santa customers. For the Jose’s customers service,
Most of the customers in Santa drove for more than 5 miles to reach the restaurant which was the
A very high percentage of the customer in Santa remember the ads done for the restaurant while
a very small percentage of the customers in Jose’s café remember the ads.
In both restaurants the number of males is more than the number of females.
The number of children at home for the customers in the Santa Fe Grill restaurant was high
In both the restaurant the customers’ age bracket of most customer was 35-49
Test of hypothesis on whether the income of customers in Santa Fe Grill and Jose’s
ANOVA
X35 – Income
Sum of df Mean Square F Sig.
Squares
Between 75139457570 75139457570
1 9.063 .003
Groups .136 .136
37144336535 8291146548.
Within Groups 448
40.975 083
37895731111
Total 449
11.111
The significance level is very small implying the we reject the null hypothesis and conclude that
Santa has competitive advantage over when it comes to the numbers. They have high number of
customer coming to their place despise the fact that the traffic has reduced.
Santa’s customers are likely to try new products that will be introduced in the restaurants. They
tend to avoid fried foods but are neutral on the kinds of food they eat. They were neutral on
Customers in Santa did not like going out to social places. Friends would often come for advice
for products and brands from the Santa’s customers. They agreed that Santa is a fun place to eat.
Most of the customers in Santa were not sure on whether the employees had good knowledge.
They were not sure on the quality of service generally and not sure of coming back even though
Customers in Santa drove for long before getting to the restaurant. This may affect the traffic of
customers coming at the restaurant They remember the ads that have been done by the company.
This may be used as an advantage since most people hear their existence. Customers in Santa
The annual income of customers in Santa and Jose significantly. This means that one of the
The restaurant should use the advantage of number they have to come up with more food choices
on their menu. This is possible since their customer are willing to try new products. Therefore,
there are chances that the customer will respond positively to the new products.
The restaurant should try to avoid fried foods in the restaurant. Therefore, in their concept they
should introduce healthier foods to attract more customers and maintain the current customers.
They management can use the current customer to advertise. The analysis show that their friends
are likely to get advice from them about products and brands. They introduce foods that are liked
by children since most of these customers have children. This will help to increase the sales that
The management should introduce new branches in different place since the customers drove for
long before reaching the place. Another solution would be to introduce the online selling where
The restaurant should focus more on satisfying their customers since there are loopholes in the
company. The adverts should be pulling the customers closer to the restaurants by showing the
new foods that have been introduced and how healthier they are now.
REFERENCES
Abraham, B. and J. Ledolter (2013), Statistical methods for forecasting, John Wiley & Sons,